Yes, to all the above. The campaign missed all the critical elements needed for success. Deadlines, singles and a steady build of buzz/hype/interest sweeping outwards steadily that clearly communicates what the campaign is all about. And ultimately, they failed to bring music to consumers in simple, interesting ways that could have led to sale.
Personally, I think the project needs to bleed off what Mariah wants to do next. If she wants the big comeback (again), it times to return to fully fledged pop/R&B in the vein of her 1995 - 2000 formulas (almost what #B did and did it very well). If she isn't bothered and going the route of MIAM once more - which is perfectly commendable and a credible direction - then fine, but take a lesson from other mature AC acts and get your act together on how you bring it to market.